The Big Idea: The truth will set you free!
Several archetypes can be broken into 2 or more sub-archetypes. The Guru is one of those. The Sub-Archetypes are:
Focuses on imparting knowledge and information.
Imbued with wisdom and experience that others may draw upon.
Is Your Business a Guru?
- Does your business provide expertise/information to your customers?
- Does your business encourage customers and clients to think?
- Is your brand based on a new scientific breakthrough or revolutionary idea?
- Are your products/services differentiated from competitors whose quality or performance is questionable?
- Do you instill trust and confidence in your customers based on your experience?
- Do you have a product or service that depends on: data, information, methodical processes?
Knowledge and Know-How
Guru brands make their customers feel wise, intelligent, informed and in the know. They back up their knowledge with facts and figures, and they do the research. They create trust with their employees and clients because they prove what they know. They've got the chops to deliver on the goods.
Even Adult Geeks Can Get Bullied
Gurus might often lack social graces, especially if they are really passionate about their ideas. Gurus really hate being outsmarted, proven wrong, tricked, or lied to. They can come across as a “know it all.” In marketing especially, often times emotions will trump knowledge and data. It would be a mistake to discount or ignore this fact altogether.
It's ALL About Trust
The Guru always has the opportunity to share their knowledge and help people become smarter and more informed. The more research, stats, information and explanations you can provide the more trustworthy and reliable you become. You are the “go to” source for information in your industry. You truly are an industry expert.
You fear not being the smartest person in the room, losing trust, being outsmarted, duped, or lied to. You MUST have a strong moral compass so as not to be lured by tactics that might degrade your trustworthiness.